This study assessed the perceptions that define customer satisfaction after usage of an electronic banking product â€œMobile phone SMS alert banking serviceâ€ in the rural north of Ghana. The study used the survey method to accomplish its objectives. The survey instrument used consist of both structured and semi-structured questions which were administered to a proportionate sample of 200 purposively selected bank customers across the four major commercial cities (Tamale, Yendi, Savelugu and Walewale) of the northern region. The data was analyzed using Statistical Package for Social Sciences (SPSS version 16) and the results presented in simple descriptive statistics using frequency tables and charts. Issues specifically examined are; services currently rendered on the alert platform and level of customersâ€™ satisfaction of the services, perceived factors currently threatening customer satisfaction and expected future needs of customers on the platform. The results showed that withdrawal/low balance alert, salary payment/loan-repayment due alert, accounts credited/debited alert are the key services currently rendered by the platform. About 63.5% of customers who subscribed to the alert service are satisfied with the performance; with unmet customer needs and late/no delivery of alert messages being perceived as factors threatening customer satisfaction. Customersâ€™ expected future needs are; ability to check accounts balance on the platform, transfer of funds between accounts and to interact with the banksâ€™ customer care desk. It is therefore recommended that banks that use alert platforms to deliver service to customers could improve customer satisfaction by ensuring fast, uninterrupted and on-time delivery of messages to customers.
Keywords: Mobile phone SMS alert, banking service, customer satisfaction and expected needs.